As a South West brand, Burts Chips wanted to raise its profile within the region in a way that engaged and resonated with consumers, so the brand was at the forefront of mind at point of purchase.
We took the guilty pleasure of a crisp sandwich and elevated it to the next level. The campaign saw TV chef Dean Edwards develop ‘Ultimate Crisp Sandwich’ recipes using the Burts core range, with great photos and videos created for use across digital platforms. A regional media tour kicked things off, with Dean hand-delivering sandwiches to key media across the SW, complemented by product placement opportunities, video content slots, recipe slots across print, online and with local bloggers.
Over 70 pieces of coverage were generated including Daily Mail, Daily Star, Observer Food Monthly as well as key regional titles such as Bristol Post, Exeter Express and Echo, Plymouth Herald and Devon Life. On social media, the campaign generated 10,877 competition entries and a reach of over 2 million. The campaign also helped Burts Chips secure a listing in 120 Co-Op stores in the South West.